branding Archives | Blog | EU Business School EU Blog Tue, 02 Sep 2025 13:48:42 +0000 en-US hourly 1 https://wordpress.org/?v=6.9.4 The Importance of Employer Branding: 4 Tips to Help You Excel https://www.euruni.edu/blog/employer-branding/ Thu, 25 Feb 2021 09:02:58 +0000 https://www.euruni.edu/blog/?p=30329 Employer branding matters. According to Glassdoor, 69% of job-hunters won’t work with a company held in low regard. And 84% of employees would consider moving to a company that has a better reputation than their current one. Despite this reality, many businesses continue to overlook employer branding, focusing resources exclusively on customer-facing strategy. As a result, they close themselves off from large pools of talent and increase the likelihood that current employees will look elsewhere. In this post, we look at employer branding and explain how you can build a strategy that lifts you above your competitors. What Is Employer […]

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]]> Communication in Uncertain Times https://www.euruni.edu/blog/communication-in-uncertain-times/ Thu, 21 Jan 2021 12:25:42 +0000 https://www.euruni.edu/blog/?p=30069 During the turbulence of 2020 many of us turned to social media for breaking news and live responses to the pandemic. Ignacio Mendiboure, a Senior Marketing Manager at Twitter, spoke recently to EU Business School students about these online conversations, which he described as “shaping” the events of last year. He also delivered some practical advice for brands who wish to adapt their communication strategies for our current time of crisis. “It’s all happening on Twitter” was the key message that Ignacio conveyed. 2020 was a growth year for the online platform, which is primarily used for sharing ideas and […]

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]]> Brand Evolution and Business Expansion at MAPFRE With Alejandro Boutin https://www.euruni.edu/blog/brand-evolution-business-expansion-mapfre/ Tue, 12 Jan 2021 13:52:34 +0000 https://www.euruni.edu/blog/?p=30026 Despite significant upheavals in the global economy, the insurance industry has remained resilient. Insurance companies have driven a range of innovations to adapt to shifting marketplaces and connect with customers across disparate demographics. These innovations include (but are not limited to) artificial intelligence (AI), automation, digitalization, alternative sales platforms and product diversification. Business leaders of all types can learn valuable lessons by looking at the insurance sector. To that end, we invited Alejandro Boutin, who graduated from EU Business School in 1994, to come and talk about MAPFRE, one of the world’s leading insurance companies. Alejandro is currently CEO EMEA […]

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]]> The Art of Storytelling: Grow Your Brand, Boost Engagement & Drive Conversions https://www.euruni.edu/blog/storytelling-brand-engagement-conversions/ Mon, 28 Sep 2020 11:51:00 +0000 https://www.euruni.edu/blog/?p=29490 As human beings, we are hard-wired to connect emotionally with stories. Stories hold power to entertain, illuminate and deeply move people. In some cases, stories have even altered the course of history, shifting opinions and spurring action on a colossal scale.   Consider the lasting influence on political discourse, for example, of George Orwell’s book 1984. Or, moving closer to the present day, the global impact of An Inconvenient Truth, a documentary by Al Gore which alerted millions, if not billions, to the dangers of climate change.   So what does all this have to do with brands, engagement and conversions? Businesses that […]

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]]> Building Bridges and Brands: A Guide to Creative Strategy with Martijn Tiemersma https://www.euruni.edu/blog/building-bridges-brands-creative-strategy/ Thu, 10 Sep 2020 08:04:00 +0000 https://www.euruni.edu/blog/?p=29358 Creative strategists are in high demand at the moment. And a growing number of both startups and established companies are creating full-time positions for people with applicable training and experience. But what does the term ‘creative strategy’, which is often misunderstood, actually mean? And how can entrepreneurs and business leaders craft and implement effective approaches?  We invited Martijn Tiemersma to discuss the topic. Martijn is a senior creative strategist at Typeform, a fast-growing startup that offers one of the web’s best-known form and survey creation tools. He’s worked with an array of high-profile clients, including IKEA, Audi and the Dutch Football Union, […]

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]]> 8 Steps to Building a Strong Brand With Matt Daley https://www.euruni.edu/blog/building-strong-brand/ Mon, 24 Aug 2020 08:00:00 +0000 https://www.euruni.edu/blog/?p=29294 A strong brand is the foundation of any successful business. If you think about the products or services you use on a daily basis, it’s likely a memorable, trustworthy and compelling brand logo will spring to mind.   It’s difficult to overstate the importance of brand strategy in a business context. That’s why we invited Matt Daley, brand consultant and founder of performance marketing agency Circulate Digital, to talk about how businesses of all shapes and sizes can build effective brands.   His agency, which has offices in both the UK and Spain, works with clients all around the globe and has gained an international reputation for driving significant return-on-investment.  […]

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]]> Emotional Design: A Toolkit for Entrepreneurs https://www.euruni.edu/blog/emotional-design/ Thu, 20 Aug 2020 14:02:30 +0000 https://www.euruni.edu/blog/?p=29279 Best-selling products, acclaimed advertising campaigns and startups finding success in crowded markets are all successfully tapping into the emotional responses of their customers.   Principles pioneered in the design world are not just for the development of beautiful and useful objects. They can, and have been, used to enhance every interaction we face daily.   Understanding and applying the principles of emotional design as an entrepreneur can elevate your business proposition for potential funders, help you to gain a loyal customer base and support growth. In other words, they are key to startup success.   Here we will explain what emotional design is, why you should use it and how you can apply these principles to building and growing your business.   What is Emotional Design?  Bad design is […]

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]]> Branding Strategy: 5 Reasons It’s Important for Any Business https://www.euruni.edu/blog/branding-strategy-reasons-important-business/ Thu, 30 Jul 2020 09:01:32 +0000 https://www.euruni.edu/blog/?p=29105 The world’s most successful companies all have one thing in common: powerful brands. Coca-Cola, Google, Walmart, Amazon, Rolls Royce, Ferrari – everybody instantly recognizes these names and what they stand for.   Branding strategy is one of the foundational pillars of business. Simply presenting a unified brand message can increase profits by nearly 25%. And companies pour hundreds of millions of dollars every year into crafting the right approach to branding.  In this post, you’ll learn about the main reasons why branding strategy is crucial for business success.   What Is Branding Strategy?  The term “brand” in a business context derives from the ancient practice […]

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]]> EU Alumna Nathaly Eiche, Brand Manager Teens at Coca-Cola Austria https://www.euruni.edu/blog/eu-alumna-nathaly-eiche-coca-cola-austria/ Thu, 28 May 2020 09:29:56 +0000 https://www.euruni.edu/blog/?p=28534 EU alumna Nathaly Eiche is Brand Manager Teens at Coca-Cola Austria. She graduated from EU’s Barcelona campus in 2009 with a BBA. Originally from Estonia, Nathaly was raised and now lives and works in Vienna. She speaks Estonian, German, English and little Spanish from her time with EU. Outside of work she loves to compete in equestrian dressage.   Nathaly shared some reflections with us on her time at EU Business School and her career at Coca-Cola Austria so far.   How was your time at EU Business School?   Studying at EU definitely helped me on my path. I really enjoyed learning from lecturers who would come from work to teach us or who had their own […]

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]]> How to Understand and Communicate Your Brand Mission https://www.euruni.edu/blog/understand-communicate-brand-mission/ Tue, 25 Feb 2020 07:00:53 +0000 https://www.euruni.edu/blog/?p=27627 Regardless of your niche or sector, establishing a clear-cut brand mission is essential for business success. In the digital age, branding holds a great deal of value. Aesthetically inspiring visuals appeal to consumers across sectors, but in today’s world, branding runs deeper than logos or slogans alone. It’s brand values that really count. Harvard Business Review suggests that brand loyalty is forged when you share values with your consumers. It’s not the number of interactions that a person has with your business, but the relatability and value of each interaction that matters. By gaining a deeper understanding of your brand […]

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